如何突破大客户营销How-to-break-through-big-customer-market

1、如何突破大客户营销(How to break through big customer marketing )Seeking pivotFinding the firm supporters in the important position of the decision matrix is the key to breaking through the interpersonal matrix. This point will be the fulcrum of our future efforts, and we will work around this point. In order

2、 to pry the customer into the earth, the fulcrum is essential and the most important.The next step from top to bottom is to turn the approver into a fulcrum, and it is better to make him our best friend. Even with a strong source of approval or an important sponsor, the trust of the further approver

3、 can not be ignored, especially when it is taken care not to hurt its prestige and position in the organization.Similarly, policy makers, evaluators, users can be our pivot point. Expressing sincerity and solemn commitment, until obtaining trust and support, are the whole process of seeking pivot. S

4、ometimes, this fulcrum is relatively small, but as long as the patience to cultivate and continue to deepen, it will play an unexpected role.Once in a project, we have nothing to do with resources. Wecan only start with the most basic users. Fortunately, opponents ignore their presence. We do, but e

5、ach visit when they have to find a chat, you provide some make them convenient for work, occasionally in the restaurant and ask them to eat a meal. The final victory, to a considerable extent, is due to the users highly rated use reports.Of course, with the promotion of work and some unexpected circ

6、umstances, the fulcrum also needs to be constantly increased and adjusted, so that we can continue to provide more and more support.Extended support surfaceFrom the point of penetration, the inside line, the fulcrum, and the three points, it shows that wehave established the most basic support syste

7、m, or we have established the basic interpersonal support matrix. At this point, we achieved initial success - standing in the customer organization and exerting influence on our clients. However, the influence is still limited and not enough to ensure the achievement of sales targets. At this point

8、, it is necessary to find more supporting forces and expand the supporting surface.Expand the support surface is in the matrix through interpersonal, coordination, expand for his firm friends and supporters at various locations throughout the decision matrix, continue to make up the support matrix o

9、n the short board and defects. In addition, try to reduce the number of enemies and opponents, at least turn them into neutral and reduce the pressure from their opponents.It should be noted that in the process of expanding the support surface, the number of good friends should not be too many, one

10、or two can be, otherwise, the coordination of interests betweenfriends will be more difficult, it may backfire.Breakthrough interpersonal matrixWhen the strong support surface is established, an important job is to point through, formed in the customer organization internal support system of stereo.

11、 In the process of setting up points and planes, most communications are conducted individually and privately. At this time, it is necessary to bring together the supporters of the customers by means of suggestion, multi-party communication and common communication to coordinate the interests betwee

12、n them and solve the problem of distribution of interests.In the meantime, we on the internal political situation the customer has a deep understanding, which is conducive to balance the interests and needs of relevant personnel, we will focus on the final decisions together, form the greatest stren

13、gth.Suture of interpersonal matrixSigning the contract is not the ultimate success. For enterprises, the implementation of the project, the full amount of moneyin place is the final success; for sales, maintenance and optimization of customer relations and long-term cooperation, is a long-term victo

14、ry. Therefore, after the success of a single break, the break up of the interpersonal matrix is very important.Weoften see such examples. The project has been handed in andthe contract signed. However, in the implementation process, payment difficulties, customer service customer service a trouble,

15、and ultimately affect the acceptance, customer satisfaction and payment.Whyis that so? This all ignores the stitching of the customers interpersonal matrix. Those who are affected, hurt, or lost in the process of breaking down will not change their positions naturally as dust settles. Their power wi

16、ll play a negative role in the implementation of the project, and even directly affect the cooperation of the next project. Therefore, we must attach importance to interpersonal stitching matrix after the break, will unite forces as the principle of suture repair, relationship problems, to pave the

17、way for the implementation period, to lay a good foundation for long-term cooperation.Without war, the best is good also, enjoy long interpersonal matrix after the break, the best is good also.Owls: people have the appearance of serious, rigorous. They are more like scholars, the pursuit of perfecti

18、on, often give wrong.Eagle type: a leader of the style, aggressive. They looked very dignified and were the least approachable.2. key interest point analysis.This is the most important thing that we should pay attention to and pay attention to at the present stage.In breaking the market in F Provinc

19、e, we found that a director of decision-making circle, his daughter just finished the college entrance examination, the score is not ideal, and particularly want to enter a better university, so immediately reported to the company. Soon, the companythrough cooperation with good university communicat

20、ion, and successfully help it find a more satisfactory University, as a breakthrough point, and quickly won the trust of customers.Have difficulty in finding customers key points of interest, can refer to Maslows theory of hierarchy of needs - your goals in career and life stages, look at him and wh

21、at possible major problem is that you help? Note that the work and individual interests are very important, can not be neglected.People and people1+1 = 2, a person plus another person, but not equal to two people. Dealing with two people separately does not necessarily mean dealing with them.Every t

22、ime I go to see a leader, we are always worried about other leaders with accidentaly across. When the relationship between leaders is unclear, especially whenthey are not clear, they are particularly uncomfortable when they know the relationship between leaders is bad. Moreover, close to some people

23、, and others even alienated the grudges. This is the problem of dealing with people.A group of peopleTo deal with the relationship between individuals, to balance the relationship between man and man, is ultimately to let us into the interpersonal matrix customers, and get the majority of the people

24、 in contact with this group of people in (must know not everyone can support us), in order to get the final victory.First of all, we should have a comprehensive understanding of the work circle, that is, the organizational structure.Customers interpersonal matrix is organized according to certain le

25、vels and functions. Hierarchy and function represent the relation between power and decision making. There are generally 4 kinds of power: human rights, financial rights, standards making power and decision-making power. Power corresponds to decision-making, which reflects the status and role of dif

26、ferent people in the whole decision-making process.Secondly, we should understand the political circle within the customer organization. The significance of the political circle is that it transcends hierarchy and functions and alters the actual distribution of peoples power and decision-making powe

27、r. The influence and actual position from the situation, in the organization is commonto a deputy with the upper support, may be more than the principal appeal.Once again, to understand the relevant personnel of the life circle. The people involved in the work and the impact of the relationship, are

28、 passive needs and results. And the people in the circle of life are the result of active choice, and even there are someblood ties and marriage relations. People in the circle of life have more influence on the ideas and likes and dislikes of key people.For example, a driver is the number one Sheng

29、sizhijiao comrades, two people often went fishing together and chatted. The driver has more influence in some ways than his many deputies.At the same time, as a broad reference base, we also need to understand the culture of customers enterprises. And, as a method, it is necessary to analyze the suc

30、cessful transaction cases in the customers history, which is the necessary means to understand and verify the important information.Whos making the decision?Through the guidance of the SBA model, we can understand, approach and access the customers interpersonal matrix, and realize the core from the

31、 periphery, and thus close to the customer interpersonal matrix - decision matrix. If we can not break through this core, all efforts will be floating clouds.In general, wedivide the people in the customer decision matrix into the approver, the policy maker, the staff, the user and the influencers.

32、We can see their characteristics and needs from table 1.In small projects, the decision maker is usually the head of the department or the head of the day-to-day purchasing process. As a senior, the approver is usually not involved. But we have to be careful of them by surprise one vote not take, th

33、is is often an important reason finally capsize. The larger the project and the higher the importance, the higher levelapproval will often replace the role of policy maker, while the decision maker will be evaluated by its implementation experience.Generally speaking, the authority or person in char

34、ge of the technical department and the financial department is the two most important evaluator. The former, technically gatekeeper, the latter provide decisive advice on the budget of the fund.They are important advisers to the approver and the policy maker, and their opinions will be fully respect

35、ed. The exception is that the approver or decision maker is technical or financial, who has sufficient expertise or an outside think tank to judge independently.Users have the lowest status and the most limited role in the entire decision matrix. But it is worth noting that companies that have ignor

36、ed this level have been turned over here.After the decision matrix is made clear, the next question we face is: howcan we exert our influence and achieve the ultimate breakthrough?Build support matrixThe success of the sale was supported by more people than competitors. Of course, we cant get everyo

37、nes support, but a slight advantage is enough to guarantee a final victory. Therefore, it is of particular importance to build our support matrix in the customer interpersonal matrix, especially in the decision matrix.To build a support matrix, we must first find out who is our friend and who is our

38、 enemy. Through the guidance of the SBA model and the related work, the relevant personnel position we basically understand, and they can be divided into: friends, supporters, neutral, opponents and enemies.Looking at table 2, dealing with these people seemscomplicated-in fact, its really not easy.

39、But we can use a simple way to solve these complicated problems: the establishment of the United Front, to unite all forces, in the best support, let more confidence for the supporters, neutral, differentiation of opponents, let the enemy dare not openly oppose.Breakthrough interpersonal matrixBreak

40、through from point and surface is the most basic and effective method. The victorious army without the odd division, will be the most conventional way is by far the most adept is the trick.Therefore, as long as we believe that the hearts of customers are long meat, sincere intentions, unremitting ef

41、forts, there will be returns.Select entry pointTop-down is the fastest and most effective way, but it needs to be a high-level relationship or someone to sponsor it. If you are fortunate to have the support of the starting point to obtain approval from the rest is how to use the stand high and see f

42、ar and emperor to the princes of the potential, net below the supporters, so that most people remain neutral, let the enemy dare oppose.In addition, CEO, to, CEO style marketing is also very effective in this way, that is, one of their leaders and customer leaders meet, direct cooperation.More, we w

43、ill select the decision-makers and evaluators at this level. If there is such resources and opportunities, it is also a very ideal start. And, from this level, you can get the direct decision-making face of approval, for the implementation of the single is also very favorable.Generally speaking, the

44、 technical expert as an evaluator is a good starting point. They do not profit directly from buying behavior. They usually care about maintaining their professional position in the organization. It is easy to establish communication channels with technical exchanges and discussions. Especially with

45、the equivalent position and repair technologys technical experts and the general can succeed, successful intervention.For a company with a weak customer relationship, it may be a way to cut from the user s bottom line, but Saless patience will be tested for the long run. But if the diligent efforts

46、continue to penetrate to succeed, so the customer relationship will be the most stable and reliable, even if the customer internal personnel changes such as sudden changes will not cause too much impact, is very beneficial for long-term cooperation between the two sides. Because products and service

47、s that are widely accepted at the grassroots levelminimize the risk and responsibility of high-level decision-making, while making the job much less cumbersome in the implementation process.From a single person, from knowing one person to two people and three people, the landscape inside the custome

48、r is unfolding like a picture.Build insiderThe urgent thing to do is to look for the inside.The insider is our information provider, who guides us as a guide, tells us important organizational and personnel information, and helps us break through.Generally speaking, inside lines must be staunch supp

49、orters. Sometimes, he will be the first person we knowin our customers, but often we need to keep looking for and training.The inside is not necessarily a powerful man, the best is in the intersection of information inside the organization departments or functions of personnel. From the character, i

50、nside need to have peacock traits active, willing to move around within the organization, manyfriends, inquire about the news. With inside help, as the customer decision matrix have ready plans to meet a situation.But it is important to note that there are not too many inside lines, and the 12 is go

51、od.Seeking pivotFinding the firm supporters in the important position of the decision matrix is the key to breaking through the interpersonal matrix. This point will be the fulcrum of our future efforts, and we will work around this point. In order to pry the customer into the earth, the fulcrum is

52、essential and the most important.The next step from top to bottom is to turn the approver into a fulcrum, and it is better to make him our best friend. Even with a strong source of approval or an important sponsor, the trust of the further approver can not be ignored, especially when it is taken car

53、e not to hurt its prestige and position in the organization.Similarly, policy makers, evaluators, users can be our pivot point.Expressing sincerity and solemn commitment, until obtaining trust and support, are the whole process of seeking pivot. Sometimes, this fulcrum is relatively small, but as lo

54、ng as the patience to cultivate and continue to deepen, it will play an unexpected role.Once in a project, we have nothing to do with resources. Wecan only start with the most basic users. Fortunately, opponents ignore their presence. We do, but each visit when they have to find a chat, you provide

55、some make them convenient for work, occasionally in the restaurant and ask them to eat a meal. The final victory, to a considerable extent, is due to the usershighly rated use reports.Of course, with the promotion of work and some unexpected circumstances, the fulcrum also needs to be constantly inc

56、reased and adjusted, so that we can continue to provide more and more support.Extended support surfaceFrom the point of penetration, the inside line, the fulcrum, and the three points, it shows that wehave established the most basic support system, or we have established the basic interpersonal supp

57、ort matrix. At this point, we achieved initial success - standing in the customer organization and exerting influence on our clients. However, the influence is still limited and not enough to ensure the achievement of sales targets. At this point, it is necessary to find more supporting forces and e

58、xpand the supporting surface.Expand the support surface is in the matrix through interpersonal, coordination, expand for his firm friends and supporters at various locations throughout the decision matrix, continue to make up the support matrix on the short board and defects. In addition, try to red

59、uce the number of enemies and opponents, at least turn them into neutral and reduce the pressure from their opponents.It should be noted that in the process of expanding the support surface, the number of good friends should not be too many, one or two can be, otherwise, the coordination of interests between friends will be more difficult, it may backfire.Breakthrough interpersonal m